How come certain films end up hogging all the buzz for Oscars, Golden Globes, and critics-groups awards every autumn? Part of the reason is because the studios launch specific advertising pushes for the films they think have the best chances of snagging some prizes. You may have heard about some of those ad campaigns -- laughable promotions of Angelina Jolie for Best Actress in Tomb Raider, for instance -- but unless you actually read the industry trade press, like Variety, you're not likely to ever see these ads.

But now the desperate pleading has gone online, with The Hollywood Reporter's For Your Consideration Studio Showcase. For a giant virtual advertising insert, it's actually quite demure -- there are no entreaties to nominate Jack Black in Tenacious D in The Pick of Destiny for Best Actor -- just trailers and a bit of info on the films the studios believe are their best work of the year, or at least their work most likely to appeal to awards voters. (So far only DreamWorks/Paramount, Fox Searchlight, and Universal are onboard, but The New York Times reports that "by the time the awards season is in full swing," seven to nine studios in all should be represented here.) The site might not make you feel quite like an industry insider, but you'll be able to spout bull like one: The History Boys and Children of Men haven't even opened yet, but now you'll be able to drop little bon mots about their Oscar hopes into your next watercooler conversation about the season's hot films. And of course we can but dream that the desperation will ramp up with the awards season, and that we will start to see the hilarious petitions for Little Man for Best Picture.

Already, though, you can get a few laughs over the ridiculous hopes floating around for some films: check out the Academy Screening Guide to see what films are being dangled before AMPAS members by all the studios by way of special private screenings. Flicka? The Da Vinci Code? Cars? Are they serious?

They are.

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MaryAnn Johanson
author of The Totally Geeky Guide to The Princess Bride
minder of FlickFilosopher.com

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